If you've ever wondered why almost every self-publishing conversation eventually circles back to Amazon, here's the number that explains it: Amazon controls roughly 83% of the US ebook market. Apple Books, Barnes & Noble, and Kobo — combined — don't come close.
But here's the part that surprises a lot of people, and it's not the part you'd expect. Amazon doesn't win because it pays authors the best rate. In many cases, it doesn't.
Apple Books and Kobo both pay a flat 70% royalty on ebooks...